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Episode 7

Fintech startups in the Indian marketing landscape are still majorly driven by acquisition. Measuring CLTV is enabling players like CredAble to reshift their focus on optimizing long-term user engagement.

1 hr 23 mins | 20 April, 2023

About the episode

In the latest episode of “The State of Retention Marketing” podcast, host Ankur sits down with Nandini Chandra, the Associate Director of Product Growth at CredAble, to discuss how CredAble’s Growth Enabling Platform in the Lending Vertical – Upscale – is helping users form long-term habits beyond term loans.

Nandini started her journey with film-making, moved to content creation, & then to leading product growth at CredAble. She delves into how organizational design plays a crucial role in driving product growth at CredAble, and how the company has cracked the code to create a successful product that keeps users engaged.

One of the key topics of discussion is identifying power users and keeping them hooked by implementing effective interventions during the loan application stage. Nandini highlights how data-driven personalization, such as product recommendations, can supercharge the borrower experience and increase engagement.

Optimizing borrower engagement in the loan disbursal process becomes an important step to reduce drop-offs. Nandini shares insights on how CredAble maximizes consumer lifetime value (LTV) by nurturing the consumer journey beyond the first transaction, fostering long-term product adoption.

The episode also delves into key indicators of active user engagement with CredAble’s product, crunching the numbers to understand user behavior and the stickiness quotient. Nandini shares strategies on how CredAble nudges users along the consumer journey to form lasting habits and maximize engagement.

The episode also highlights how CredAble evaluates product market fit and Upscale’s hero product status, rising to the top by leveraging peer referencing and non-monetary incentives in invoice management. Nandini and Ankur discuss how CredAble outshines competitors by unveiling its sustainable competitive advantage.

A moment of myth is also debunked as Nandini sheds light on SME business owners’ tech savviness with video KYC and other onboarding steps.
Overall, the episode provides a comprehensive overview of CredAble’s Growth Enabling Platform – Upscale – and how it ticks all the blocks in helping users form long-term habits with the product.

Nandini’s expertise and insights into product growth strategies, data-driven personalization, optimizing borrower engagement, and maximizing consumer LTV make this episode a must-listen for anyone interested in retention marketing and product growth.

CredAble’s sustainable competitive advantage and innovative approaches to outshine competitors are also highlighted, making this episode a valuable resource for businesses looking to excel in the lending vertical.

Navigate through the chapters

01:25

-

From film-making to Content to Leading Product Growth - Nandini’s Journey So Far

12:57

-

Cracking the Code: How organization Design Drives Product Growth at CredAble

15:04

-

Unveiling Power Users and Sustaining Their Interest in the Loan Application Process

21:51

-

Data-Driven Personalization: How Product Recommendations Supercharge Borrower Experience

29:37

-

From Drop-Offs to Acknowledgments: Optimizing Borrower Engagement in the Loan Disbursal Process

38:18

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Unlocking Value: Steps to Maximizing Consumer LTV

50:31

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Beyond the First Transaction: Nurturing the Consumer Journey for Long-Term Product Adoption

51:43

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Crunching the Numbers: Key Indicators of Active User Engagement with CredAble's Product

59:50

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The Stickiness Quotient: Nudging Users Along the Consumer Journey for Lasting Habit Formation

01:03:21

-

Rising to the Top: Evaluating Product Market Fit and Upscale's Hero Product Status

01:08:06

-

Moment of Myth: SME Business Owners’ Tech savviness with video KYC & other onboarding steps

01:09:42

-

Outshining Competitors: Leveraging Peer Referencing and Non-Monetary Incentives in Invoice Management

01:15:57

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In It for the Long Haul: CredAble's Sustainable Competitor Advantage Unveiled

About the speaker

Nandini Chandra

Former Associate Director – Product Growth, CredAble

Nandini Chandra is a seasoned growth strategist with over 9 years of experience in the Fintech industry. After her share of experience in film-making & content strategy, she served as the Head of Product Growth at CredAble, where she led revenue-led growth strategies for the brand.

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